Personalizing your fundraising message can make a big difference in how your donors feel and respond to your appeal. It can show them that you care about their interests, values, and impact, and that you are not just asking for money, but for a meaningful partnership. Here are some effective ways to make your fundraising message more personal and compelling.
Before you craft your message, you need to know who you are talking to. What are their motivations, preferences, and challenges? How do they relate to your cause and your organization? You can use surveys, interviews, social media, or donor data to learn more about your audience and segment them into groups based on their characteristics and behaviors. This will help you tailor your message to each group and address their specific needs and goals.
In my experience in Fundraising, there is need to clearly explain the 'problem or challenge' that you need to address while providing relevant, timely data. Telling the organizations stories of change/impact is also crucial in supporting your case.
One thing always frames my thinking and that is that our challenge isn't our brands or creativity, it's indifference. We need to move people from where they are to where they actually care about our cause.
May sound trite, but I always strive to put myself in the reader's shoes first before my fingers even hit the keys, asking: Why are you telling me this? Why is this important to me? What do you want me to do with the information? When we put ourselves in the position of the reader and ask these three questions, we end up with more a personalised message because we are considering their needs and wants and speaking directly to them.
To help you get started, think about how you can personalize the ongoing interactions in terms of capabilities and resources you have access to. We live in a world where hyper-personalization is a thing, as in we want a personalized approach that resonates. Think about it from your audience's prespective and how you can personalize their experience.
Firstly, most fundraisers fail to understand that a fundraising message isn't just about asking for money; it's about inviting people to become part of something bigger. So, making the message more personal, relatable, and clearer, demonstrating how their contribution will make a real difference in the lives of people they can connect with. That's how you unlock the true power of community in fundraising. Most importantly, speak from your heart. Ditch the script and let your passion shine through. Share your own connection to the cause, your personal motivations for getting involved. When you show genuine enthusiasm and care, it's contagious. Your passion will resonate with the audience and inspire them to join your mission.
One of the best ways to connect with your donors is to use stories and emotions in your message. Stories can illustrate the problem you are trying to solve, the impact you are making, and the urgency of your request. They can also showcase the people and communities you are serving, and how your donors can make a difference in their lives. Emotions can trigger empathy, curiosity, and action in your donors, and make them feel more involved and invested in your cause. You can use words, images, videos, or audio to tell your stories and convey your emotions.
When you tell stories about the mission of your non-profit make sure you help the prospective donor know they have a role in the story too.
I have closed $1.5M from angels on online calls and online events. My top 3 tips. 1. Take pauses when you speak. Pausing is a sign of confidence and thoughtfulness not weakness. Pausing: - helps the information to sink in - brings people to the present 2. Talk about your numbers yes but talk about your story and the company story more. Remember: people make decisions based on emotions and then justify them with numbers and processes. With every number you mention: - Tell a client story. - Bring your numbers to life. 3. Follow up only once. Not more. If they don't come in, they have missed the opportunity. Move on to the next one. Try this and let me know how it goes. Good luck!
You can also tell stories about the donors themselves to bring this perspective full circle. This can be especially effective with donors who are active in social media and will want to share "their" story (that lives on your website or SM channel) with their network.
It would be easier if you ditch the dry facts and tap into the power of vulnerability. Prioritize letting donors see the faces behind the cause, the laughter of a child helped, the tears of a family reunited. Weave emotions into your narrative: worry for the future, hope for change, and the joy of making a difference. This isn't manipulation, it's human connection. Show the donors how their contribution, be it big or small, becomes a ripple of impact. Let them visualize the smile on a rescued animal's face, the sparkle in a child's eyes learning to read, the relief etched on a family's face escaping poverty. Make them feel like active participants, not passive spectators. It works like magic.
Sharing heartfelt stories that illustrate the impact of donations creates an emotional connection with your audience. It's about bringing the human element to the forefront, making the cause relatable and the need urgent. When people feel emotionally moved, they're more likely to be motivated to contribute. This approach goes beyond just asking for support; it's about inviting donors to be part of a meaningful story of change and impact.
Another way to make your fundraising message more personal is to be authentic and transparent. Don't use jargon, exaggeration, or manipulation in your message. Instead, use simple, clear, and honest language that reflects your values and mission. Explain how you will use the funds, what outcomes you expect, and how you will measure and report your progress. Show your donors that you are accountable, trustworthy, and respectful, and that you appreciate their support and feedback.
As a fundraiser, always remember that fundraising isn't a one-way street. It's a shared journey, a collective impact. To easily succeed, consider your donors as partners, not just ATMs. Invite them to ask questions, challenge assumptions, be part of the solution. When you are vulnerable, accountable, and genuinely passionate, you build trust. Donors love to see the real you, the real work, the real challenges. So, share the triumphs and the setbacks. Be open about how you will spend their hard-earned cash, not just the feel-good bits. Paint the picture with impact stories: for example, a kid coding their first game with that donated laptop. Show the ripple effect, the messy journey, the honest sweat behind every accomplishment.
Prospective/Current donors can spot a fraud a mile away. If you’re not authentic and transparent, you’re not going anywhere in this profession. You’re not selling widgets or used cars. You are asking donors to invest in a mission that requires passion, empathy and trust. These attributes are not transactional, they’re relational. Do everyone a favor and pick a different career if it’s just a job to you, most importantly for the causes, communities, or people you are trying to help. Donors are savvy people so don’t disrespect them by being anything but authentic and transparent. Never forget the people you are trying to help don’t always have the luxury of “time,” nor do communities or worthy causes! Never give your credibility away!
Authenticity builds trust and credibility, as donors want to support organizations that are genuine in their mission and methods. Transparency about how funds are used, the challenges you face, and the impact of donations reassure supporters that their contributions are valued and effectively utilized. This openness fosters more robust relationships with current donors and attracts new supporters who value honesty and integrity in the organizations they choose to back.
You can also use personalization techniques to make your message more relevant and engaging for your donors. For example, you can use their names, locations, donation histories, or interests to customize your message. You can also use segmentation, automation, or artificial intelligence tools to send your message at the right time, through the right channel, and with the right tone and content. Personalization can make your donors feel valued, recognized, and understood, and increase your response rate and retention rate.
Dear fundraiser, take note: “Fundraising is not mass-produced, it's hand-stitched”. Forget blasting generic emails - get in your donor’s shoes, their inbox, their hearts. Use names, sure, but go deeper. Mention the local community they love, the cause they championed before, the shared joke from that community event. Make them feel seen, not just solicited. Personalization is not a trick, it's building relationships. Show them that you know them, understand them, respect them. When they feel that connection, they would easily open their hearts to listen to you and subsequently, open their hearts. Remember that what you want is that they become partners, not just numbers on your spreadsheet.
The most powerful word in fundraising is "you." Here's the science behind it: When you see "you", your brain identifies it as personal and relevant. This triggers oxytocin, which helps you feel more personally connected to the message. Use "you" effectively, and it can cultivate greater trust, empathy, and connection between you and your donors.
Personalizing communication, like addressing donors by name or referencing their previous contributions, makes them feel recognized and valued. Tailoring your messages to reflect a donor's specific interests or the impact they've made shows that you're paying attention to their unique relationship with your organization. This level of personalization creates a deeper connection, making donors feel like they're a vital part of your cause, not just another name on a list.
Finally, you need to include a clear and compelling call to action in your message. A call to action is a statement that tells your donors what you want them to do next, such as donate, sign up, share, or join. It should be specific, urgent, and easy to follow. It should also highlight the benefits and incentives for your donors, such as matching gifts, tax deductions, recognition, or impact. A call to action can motivate your donors to take action and support your cause.
I have learned that I fundraising, you need to beg, you should inspire! Always keep in mind that a call to action is the climax of your story. Craft a call to action that's not a chore, but a chance to be a hero in your own story. It should demonstrate how their donation and partnership becomes a rocket fuel for change. Don't just say "donate," say "fund a child's first book" or "fuel a community garden's harvest." Paint the picture of their impact, not just the empty bank account. So, try to make it epic, personal, and impossible to resist. If you craft call to action that ignite the spark, but not just draining the bank, it makes them feel the power of their own good deeds. That's how I have succeeded to turn donors into changemakers
A compelling call to action should be direct and specific, making it easy for donors to understand how they can help and the impact their action will have. This isn't just about asking for support; it's about inviting donors to be an active part of your mission and the positive change you're working towards
I have raised $1.5M from angel investors. My top 2 tips: 1??20 outbound messages a day on LinkedIn. Follow SPEAR method. (Short personal expecting a reply.) Get a commitment from an investor even if it’s small. Get that investor to bring in his network into the deal. 2?? Organise a 45min pitch event zoom call with a 7 day deadline to invest (after which the terms change and become less favourable.) Do not get into detailed questions on this call it will mess up your pitch. Make sure you have one investor on the call who is already an investor explaining why they invested. As soon as the call ends, announce who in the group is investing and get commitments within the deadline. Message investors 1-1 in the background to see who is in.
Tie your messaging to a human need that your nonprofit is solving, especially if you are newly promoting awareness of your nonprofit and fundraising initiatives. Identify the human need by connecting with those you are serving directly and sharing their stories. Human needs beyond core basic needs (food, water, shelter) can include things like connection to others, access to opportunities, having a sense of purpose, etc.
1. I always say fundraising a celebration, not a chore. That's how I roll, one heart at a time. 2. Show, don't tell. Pictures paint a thousand words, and videos paint a million. Don't just describe the impact you make, show it! Share photos of smiling kids in new uniforms, families reunited after disaster relief, communities thriving with newfound skills. Let your donors see the difference they're making, not just hear about it. 3. Remember that building relationships and trust takes time. Don't just hit and run with one-off campaigns. Stay connected, engage with your community and share updates 4. Lastly, show your donors how much their support means. Thank them. Make them feel like valued partners.